Abstract
Since popular music spread from the Western in early time, its development has changed steadily with social and economic environment. For the influences of globalization, the structure of record industry faces the dramatic challenge, which push to adjust their local market strategy. Under this situation, most record corporations construct the ¡§star system¡¨, which is focused on formulating the singers¡¦ tastes, personalities, and their life styles, to reduce the risk of market uncertainty.
At present, there are seldom related researches about the relationship between consumer behaviors and image of the singer in Taiwan with. Thus, the researcher tried to explore the above attributes with qualitative method in this research. With two cases studies of popular music mix F4 and S.H.E., the findings would be the following¡G
1. The ¡§image¡¨ which the record corporations tend to impress is mostly matched with the consumer cognition. But for the consumer, the personal image of singers is more obvious than the music image.
2. Due to the highly involvement on their favorite singers, the consumer behaviors is characterized by identifying the singers¡¦ image but not imitating, searching for and collecting the information of the singers actively, and purchasing those products which they can afford.
3. The opinion and attitude of the reference group, including schoolmates, friends, relatives and parents, will have influence on consumer behavior, especially on their cognition and behavior aspects.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0703103-150241 |
| Date | 03 July 2003 |
| Creators | Huang, Yi-Ying |
| Contributors | I-heng Chen, Jen-Jsung Huang, Yue-Shan Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0703103-150241 |
| Rights | withheld, Copyright information available at source archive |
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